Research On The Optimization Of Marketing Strategy Of JY Educational Technology Co.,Ltd. Based On 4Rs Theory

With the rapid development of China’s IT industry,the demand for IT talents is increasing,and various IT skill training institutions have sprung up.However,after years of development,competition in the IT skills training industry has become increasingly fierce,from the original "skills as the king" to "skills + marketing as the king".It can be said that the existing IT skills training institutions not only need to provide high-quality IT skills training services,but also have strong marketing capabilities in order to gain a foothold and develop in the market.Therefore,it is becoming more and more important for IT skill training institutions to adopt appropriate marketing strategies.This paper selects JY Education Technology Co.,Ltd.as the research object,focusing on how to optimize its marketing strategy.First of all,the relevant literature was sorted out in detail,and found a research direction and breakthrough for the research of this paper.Then,on the basis of explaining the connotation of marketing strategy,comparative analysis of 4Ps theory,4Cs theory and 4Rs theory,and 4Rs theory is selected as the theoretical basis of this paper.Then,using the 4Rs theory to analyze the current marketing strategy of JY Education Technology Co.,Ltd.,and find out the main problems in the existing marketing strategy.Finally,under the guidance of the 4Rs theory,the countermeasures and guarantee measures for the optimization of the marketing strategy of JY Education Technology Co.,Ltd.are put forward.Through the above research,this paper believes that the idea of optimizing the marketing strategy of JY Education Technology Co.,Ltd.is to firmly stabilize the Jiangxi and Hunan markets,tap the potential of the Guizhou market in depth,and actively expand the national market.Specifically,at the related level,it is necessary to carry out "full-staff marketing",meet deep-seated needs,strengthen the training of marketing personnel,and pay attention to the humanistic care of trainees.At the response level,IT is necessary to listen to customers,establish a rapid response coordination mechanism,introduce new categories of teachers,and launched “on line and off line” IT skills training services in time.At the relationship level,it is necessary to establish a long-term cooperative relationship with agent marketers,handle long-term and short-term interest relationships,establish a full-process interactive relationship with students,and establish a good communication mechanism with students’ parents.At the level of return,the company’s marketing resource allocation needs to be further optimized,pay attention to the coordination of economic returns and social returns,further improve the employment quality of trainees,and strengthen the evaluation of the company’s marketing performance.In addition,it is necessary to ensure the optimization of the marketing strategy of JY Education Technology Co.,Ltd.from five aspects: improving the quality of teaching and training,optimizing the structure of human resources,enhancing the company’s financing capabilities,strengthening the company’s risk prevention and control,and strengthening the company’s cultural construction.